Apple maintained its position as the leading device manufacturer on our platform in 2012 (Chart A). Apple’s impression share increased to 31% of the Top 15 Manufacturers impressions on the Millennial Media platform, up from 26% last year (Chart B). Apple introduced a number of new products in 2012, including the iPhone 5 and a new operating system, iOS 6. Samsung was again the number two device manufacturer on our platform in 2012 (Chart A). Samsung’s impression share grew year-over-year to represent 22% of total impressions on our platform, compared to 17% in 2011 (Chart B). Samsung continued to release new devices, both smartphones and tablets, in their globally popular Galaxy line. The adoption of these new devices contributed to their overall increase in impression share on our platform. Amazon was the eleventh largest device manufacturer on our platform, which showed big growth to move into the Top 15 Manufacturers in 2012 (Chart A). Amazon released their Kindle Fire tablet in late 2011. The popularity of that device grew throughout 2012, and has continued to be the third largest tablet on our platform each quarter. In Q3 2012, Amazon released a newer version of this device, the Kindle Fire HD, which may continue both device and manufacturer growth into 2013. Acer moved into the Top 15 Manufacturers on our platform for the first time (Chart A). Acer’s line of Iconia tablets were consistently in the Top 5 Tablets on our platform throughout the year.

1. A COMPREHENSIVE LOOK BACK AT MOBILE DEVICE TRENDS
#MobileMix
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2. millennial media’s
T HE MOBILE DE VI C E I NDE X
February 2013
Device & Manufacturer Data
Top 15 Manufacturers (all devices)
Ranked by Impressions
CHART A CHART B
2012 2011
RANK MANUFACTURERS 2012 RANK MANUFACTURERS 2011
1 Apple 31.20% 1 Apple 26.35%
2 Samsung 22.32% 2 Samsung 16.80%
3 BlackBerry (Research In Motion, Ltd. ) 11.50% 3 HTC 14.11%
4 HTC 8.03% 4 BlackBerry (Research In Motion, Ltd. ) 12.84%
5 Motorola 6.83% 5 Motorola 9.65%
6 LG 5.08% 6 LG 6.14%
7 HUAWEI 1.60% 7 HUAWEI 2.22%
8 ZTE 1.35% 8 Nokia 1.64%
9 SonyEricsson 1.27% 9 Sanyo 0.84%
10 Nokia 1.23% 10 Kyocera 0.74%
11 Amazon 1.08% 11 SonyEricsson 0.62%
12 Kyocera 0.40% 12 Private Label 0.51%
13 Pantech 0.33% 13 ZTE 0.40%
14 Sony 0.33% 14 Pantech 0.30%
15 Acer 0.33% 15 Sony 0.27%
Source: Millennial Media, 2011-2012.
Insights: CAMPAIGN HIGHLIGHT:
Apple maintained its position as the leading device manufacturer
BUICK
on our platform in 2012 (Chart A). Apple’s impression share
increased to 31% of the Top 15 Manufacturers impressions on the GOAL:
Millennial Media platform, up from 26% last year (Chart B). Apple Raise brand awareness among a
introduced a number of new products in 2012, including the iPhone tech-savvy, early-adopter audience by
5 and a new operating system, iOS 6.
being the first brand to advertise on
the new iPad mini.
Samsung was again the number two device manufacturer on our
platform in 2012 (Chart A). Samsung’s impression share grew
year-over-year to represent 22% of total impressions on our platform, STRATEGY:
compared to 17% in 2011 (Chart B). Samsung continued to release Buick, with their agency Carat,
new devices, both smartphones and tablets, in their globally purchased the entire iPad mini
popular Galaxy line. The adoption of these new devices contributed inventory on the Millennial Media
to their overall increase in impression share on our platform. platform for the first week after the
device’s release in order to target young, tech-savvy consumers. Buick has
Amazon was the eleventh largest device manufacturer on our a history of being a mobile innovator; the brand ran a similar campaign
platform, which showed big growth to move into the Top 15 with a similar goal when the Verizon iPhone first became available. As a
Manufacturers in 2012 (Chart A). Amazon released their Kindle Fire result, Buick succeeded in promoting their brand to their target audience,
tablet in late 2011. The popularity of that device grew throughout with an above average CTR from certain content channels.
2012, and has continued to be the third largest tablet on our
platform each quarter. In Q3 2012, Amazon released a newer version “Having Buick be the first brand that consumers saw on their new
of this device, the Kindle Fire HD, which may continue both device iPad mini was a tremendous opportunity for us to raise awareness
and manufacturer growth into 2013. with the tech-savvy, early adopter audience.”
~ Craig Bierley, Director, Advertising & Promotions Buick/GMC at General Motors
Acer moved into the Top 15 Manufacturers on our platform for the
first time (Chart A). Acer’s line of Iconia tablets were consistently in To download the full campaign summary, visit
the Top 5 Tablets on our platform throughout the year. www.millennialmedia.com/advertise/campaign-successes
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3. millennial media’s
T HE MOBILE DE VI C E I NDE X
February 2013
Device & Manufacturer Data
Top 20 Mobile Phones
Ranked by Impressions
CHART C CHART D
2012 2011
RANK DEVICES 2012 RANK DEVICES 2011
1 Apple iPhone 15.59% 1 Apple iPhone 14.67%
2 Samsung Galaxy S 4.24% 2 Blackberry Curve 5.89%
3 BlackBerry Curve 3.91% 3 Motorola Droid 2.85%
4 Motorola Droid RAZR 2.01% 4 LG Optimus 2.79%
5 BlackBerry Torch 1.92% 5 Blackberry Bold 2.79%
6 BlackBerry Bold 1.88% 6 HTC Evo 2.61%
7 Samsung Galaxy 5 1.79% 7 Samsung Galaxy S 2.45%
8 LG Optimus 1.77% 8 Motorola Droid X 2.39%
9 HTC Desire 1.37% 9 HTC Desire 2.11%
10 Samsung Galaxy Ace 1.25% 10 Samsung Epic Galaxy S 1.81%
11 Samsung Droid Charge 1.12% 11 Blackberry Torch 1.69%
12 Samsung Vibrant Galaxy S 1.08% 12 HTC Droid Incredible 1.47%
13 HTC Evo 1.07% 13 HUAWEI Ascend 1.16%
14 BlackBerry Pearl 0.96% 14 HTC G2 Touch Hero 1.14%
15 HTC Droid Incredible 0.94% 15 Samsung Nexus S 1.09%
16 ZTE Score 0.87% 16 Samsung Freedom 1.01%
17 BlackBerry Bold Touch 0.82% 17 BlackBerry Pearl 0.82%
18 Samsung Within 0.72% 18 Samsung Fascinate 0.74%
19 Samsung Admire 0.72% 19 Motorola Milestone 0.69%
20 Samsung Fascinate 0.61% 20 BlackBerry Storm 0.67%
Source: Millennial Media, 2011-2012.
Insights: Top 5 Tablets
Ranked by Impressions
The Apple iPhone was again the top mobile phone on our platform CHART E
in 2012, accounting for 16% of impressions (Chart C) – a 72% increase
in impressions year-over-year from 2011 (Chart D). Apple released the 1 2 3
iPhone 5 in Q3 of 2012 which featured a thinner design with a larger
screen, and included Apple’s new operating system, iOS 6.
Samsung had eight phones in the Top 20 Mobile Phones list on the
Millennial Media platform in 2012 (Chart C), up from five phones last
year (Chart D). In 2012, these eight Samsung phones also accounted
for twice the impression share than in 2011, for a total of 12% (Chart
C). The Samsung Galaxy S line of smartphones grew 182% Apple iPad* Samsung Galaxy Tab* Amazon Kindle Fire*
year-over-year to move up five spots to the number two position on
our platform in 2012. 4 5
The tablets showing the most impressions on the Millennial Media
platform in 2012 are shown in Chart E. Despite dozens of new
entrants to the tablet market, the Apple iPad remained the number
one tablet on our platform in 2012, and in the mobile market. Acer Iconia Motorola Xoom
Throughout the year, the Amazon Kindle Fire remained the third
largest tablet that we saw impressions from on our platform. Amazon * Ranked in the top 20 among all mobile devices
also released the Amazon Kindle Fire HD in Q3 2012. Source: Millennial Media, 2012.
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4. millennial media’s
T HE MOBILE DE VI C E I NDE X
February 2013
Device & OS Data
Connected Device Mix
Ranked by Impressions
CHART F CHART G
2012 2011
15%
20%
Smartphones
5% Feature Phones 17%
Non-Phone
75% Connected Devices 68%
Source: Millennial Media, 2011-2012.
Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Insights:
OS Mix
Smartphones were the leading devices on our platform in 2012, Ranked by Impressions
increasing 7 percentage points to account for 75% of total CHART H CHART I
platform impressions (Charts F & G). All of the Top 20 Mobile
Phones on the Millennial Media platform this year were 2012 3% 1% 2% 1% 2011
smartphones (Chart C).
Non-Phone Connected Devices increased 5 percentage points 16% 16%
year-over-year to represent 20% of impressions on our platform
(Charts F & G). The growth of this category is largely attributed to 48% 47%
the increased adoption of tablet devices.
In 2012, the OS mix on our platform remained relatively
32% 33%
unchanged from 2011 (Charts H & I). The Android operating
system led the OS mix on our platform, representing 48% of
impressions (Chart H). While this was relatively flat year-over-year,
Android devices accounted for 14 of the Top 20 Mobile Phones
on our platform, up from 13 in 2011. Android
iOS
iOS was the second largest OS on our platform in 2012 with 32% BlackBerry OS
of the impression share, relatively flat year-over-year from 2011 Windows
(Charts H & I). Despite the slight change in overall percent share, Symbian
all iOS impressions came from just a few Apple products, which Source: Millennial Media, 2011-2012.
were market leaders in their categories.
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5. millennial media’s
T H E MOBILE DE VI C E I NDE X
February 2013
Mobile Developer Trends
Tablet OS Mix
Ranked by Impressions
CHART J
1%
13%
5% Samsung
41% 45% Amazon
Android 5% Motorola
iOS
6% Acer
BlackBerry OS
58% Asus
Others
26%
Source: Millennial Media, 2012.
Insights: Top 10 Application Categories
Ranked by Impressions
The number of tablets from which we saw impressions on the CHART K
Millennial Media platform grew significantly in 2012, especially those
running on an Android OS. As the number of Android-based tablets 2012 2011
CATEGORIES
increased, the leading manufacturers from which we saw tablet 1 Games 1
impressions changed year-over-year (Chart J). Of the Android tablets
2 Music & Entertainment 2
we saw impressions from on our platform in 2012, Samsung was the
3 Mobile Social Media 3
leading manufacturer (45%). Amazon was the second leading
4 Communications 4
Android tablet manufacturer from which we saw impressions (26%),
5 Productivity & Tools 8
showing over 500% growth from the previous year.
6 Science & Technology –
7 Sports 6
Games were the number one application category on our platform
8 News 5
in 2012, maintaining the position from 2011 (Chart K). The position
9 Books & Reference –
of game applications on our platform mirrors that of app stores,
10 Weather 7
such as iTunes and Google Play; Games are the number one
application category in both of these app stores as well. Source: Millennial Media, 2011-2012.
Productivity & Tools applications moved to the number five position
on the Top Mobile Applications on the Millennial Media platform in
2012 (Chart K), up three spots from the previous year. As consumers’
time spent with mobile has increased, applications increasing the The January 2013 Special Mobile
functionality of the smartphone have shown growth. For example, Mix Report takes a closer look at
this can include utility applications such as flashlights, levels, and mobile game applications on the
calendar integration features. Millennial Media platform. We
highlight key trends for mobile
Outside of the Top 10, Dating applications showed large game applications, including
year-over-year growth. As adoption of online dating sites grows, how mobile users are engaging
mobile applications to support those interfaces are also growing so with these applications and on
users can keep in touch while away from their computer. Dating which devices.
applications showed the most growth during the summer months
of 2012, when Dating advertisers ran more campaigns to encourage
people to be more social. Visit www.millennialmedia.com/mobile-intelligence/mobile-mix
to download now.
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6. millennial media’s
T H E MOBILE DE VI C E I NDE X
February 2013
New Device Introductions
2012 Device Introductions
CHART L
Nokia Lumia 900 Samsung Galaxy S3 Kindle Fire HD Samsung Galaxy Note II Apple iPhone 5 Nokia Lumia 920
JANUARY 2012 MAY 2012 SEPTEMBER 2012 SEPTEMBER 2012 SEPTEMBER 2012 NOVEMBER 2012
HTC One X Google Nexus 7 Windows Surface Tablet Apple iPad mini
APRIL 2012 JUNE 2012 OCTOBER 2012 NOVEMBER 2012
Source: Public news outlets, 2012.
Insights:
In 2012, dozens of new smartphone and tablet devices
entered the mobile market, in addition to new versions of
Like Pictures?
Check out the new Infographic page on our website.
existing devices. Chart L highlights a few of the key new
devices that were introduced into the mobile market in 2012.
In November 2012, the iPad mini entered the market as
Apple’s first 7-inch tablet. Within the first few weeks after
launch, impressions from the iPad mini on the Millennial Media
platform grew at an average daily rate of 28%, outpacing the
growth of the original Kindle Fire (19%) at its launch in
November 2011.
The Samsung Galaxy Note II was released in Q3 of 2012, an
upgrade to the original Galaxy Note, one of the first mobile
phones considered a smartphone/tablet hybrid, which some
term a “phablet.” The Galaxy Note is known for its larger, 5.3
inch screen and optional stylus. Impressions on the Millennial
Media platform from the Galaxy Note II grew at an average of
20% a month after its introduction in 2012. Many industry
analysts believe more of these “phablet” mobile devices will hit
the market in 2013. www.millennialmedia.com/mobile-intelligence/infographics
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7. millennial media’s
T H E MOBILE DE VI C E I NDE X
February 2013
About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and
services help app developers and mobile website publishers maximize their advertising revenue, acquire users and
gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS)
that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.
About Millennial Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s Mobile Mix™ is in complement to the
Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, which delivers monthly insights on
advertising performance and engagement. Both reports are based on actual campaign and platform data from
Millennial Media. As the leading independent mobile advertising and data platform, we are capable of reporting
and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile
ecosystem forward is central to our company mission.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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